Uncovering the Unspoken WordHow implicit mobile research techniques can minimize response biases in Asian markets

Robin De Rooij, Paul Janssen | ESOMAR APAC | April 2017

SKIM

Today’s digital world changes the game

3

rational truth

real truth

emotional truth

The subconscious plays a key role

Tend to focus

mainly on rational

processes

Are not very

suitable for

mobile devices

Are not very

engaging for

respondents

1 2 3

Traditional methods no longer tackle the challenges of today

What’s next?

Attraction Conversion The Why

LikeDon’t like

Attraction. Categorize stimuli through an intuitive swiping exercise that relies heavily on system 1 processes

Swipe Direction

Metric 1

Reaction Time

Metric 2

Conversion. Compare and consider different options at the moment of truth like a store shelf or a website

Product Choice

Metric 1

Reaction Time

Metric 2

5

4

3

2

1

Traditional methods

“It really was refreshing and

more engaging than other,

more monotonous, surveys”

“Fun way to take a survey

over just answering

questions”

“Liked that it was interactive

and not just re-reading the

same questions... it kept my

interest”

Engagement is up

Back to Asia

Applied to Asia

1. How to reach the right people

2. Understand real preferences

Mobile will help reach the right people

13

Intuitive methods can reduce response biases

Bias 1. Acquiescent

Response Style (ARS)

Bias 2. Social Desirable

Responses (SDR)

Multi-country study to test hypotheses

India Philippines Singapore Australia

10 shampoo

messages

Tested through 3

different methods

Swiping helps reduce ARS and levels the playing field

India Philippines Singapore Australia

Rating 5.7 (100) 5.4 (96) 5.0 (89) 4.9 (87)

Swiping 66.9 (100) 68.2 (102) 66.1 (99) 59.5 (89)

Swiping reduces socially desirable responses

Rank for most

(#1-3) socially

desirable items

Rating 3.2

MaxDiff 3.4

Swiping 3.6

Chart represents averages across the three Asian countries (India, Philippines, Singapore)

Rank for least

(#8-10) socially

desirable items

7.8

7.3

7.1

World is changing Measuring the subconscious

Raise engagement!

New mobile techniques

Expand reach Reduces biases

Try it yourselfhttp://tinyurl.com/SKIM-Unspoken17

Thank you

Robin De Rooij

Director, Asia Pacific

r.derooij@skimgroup.com

Paul Janssen

Vice President, SKIM

p.janssen@skimgroup.comSKIM